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Bus ads worked to improve brand perceptions and increase consideration of MoveGB

Move GB RT

The Challenge

MoveGB, a multi-venue gym membership organisation, wanted to drive brand awareness, consideration and interaction with their brand among those in Bristol.

The Execution


During April 2017, the gym brand MoveGB ran an OOH campaign on Exterion Media’s Bus supersides in Bristol. Their target audience is men and women aged 18-44. 

In order to capture the effectiveness of this campaign, we measured campaign metrics in association with Dipsticks Research. The sample consisted of 2,200 respondents:

- 2,000 nationally representative

- 200 test sample targeting a key city outside of London

Nat rep sample: nationally representative of age, gender, location and SEG. 

Test sample: consists of respondents from Bristol (work, live in or visit Bristol at least x3 a week).

The Results

The results show how exposure to the ads significantly increases future consideration among those in Bristol, the target city for this campaign. In particular, it boosted future interaction with the brand, both online and in discussions with others.
















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Information

Results

Cutting through

68% of respondents who recall the Bus ads are aged 18-44 (the target audience) showing the creative worked effectively


Driving interaction

75% of respondents who recall the Bus ads will interact with the brand in the next few months (vs. just 17% of those who did not recall the ads)